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“Just won GQ style award in Germany. Obviously they made a mistake. I wonder how long till they come take it back.”

If this tweet by actor Jared Leto sets your teeth on edge, you’re not alone. A study has revealed that feigning modesty while boasting –  a practice known as “humblebragging” – annoys people even more than outright self-promotion.

Humblebragging comes in two forms, says at the University of North Carolina. It can be expressed as a display of humility, like: “I’m so shocked my new book is a bestseller”, or a complaint,…